The buyer in most B2B purchases is a team of individuals within a prospect organization who work together to research and acquire a solution that solves a business problem. For most B2B organizations, the individual – not the buying group – is still the unit of record for demand management processes, causing poor performance and misalignment.

Organizations that re-engineer demand management processes to account for buying groups can create a competitive advantage. Learn more in this research brief from SiriusDecisions.